Why The Genesis Invitational should be on your calendar this winter

An iconic setting at The Riviera Country Club, the company of some of golf’s finest, a firsthand look at Genesis’ award-winning vehicles, and so much more — if your New Year’s resolutions include making time for memorable experiences offline, consider your plans for next month made.

Formerly known as the Genesis Open, The Genesis Invitational this year is set to take place at the exclusive Riviera Country Club in Southern California’s Pacific Palisades enclave on February 10 through 16. The event will welcome 120 of the best golfers in the world.

Courtesy Genesis

This year, the posh event has been upgraded to invitational status, joining a prestigious group of tournaments that hold the coveted status on the PGA TOUR. It’s also the only event to boast Tiger Woods as its tournament host.

You don’t have to be a golf aficionado to want to make plans around this tournament, which takes place over the festive stretch of dates that includes Valentine’s Day and President’s Day. It’s an ideal opportunity for enjoying sunny Southern California days amid lush green-side views, elevated dining options, and immersive experiences throughout the venue’s grounds.

Courtesy The Riviera Country Club

It’s a chance to enjoy an iconic venue with a star-studded history: Since it opened nearly a century ago, The Riviera Country Club has welcomed not just some of the world’s most elite golfers, but also plenty of A-list celebrities. During the Golden Age of Hollywood, Riviera’s membership included the likes of Humphrey Bogart, Rita Hayworth, and Dean Martin. It’s consistently ranked as one of the top 50 courses in the world and one of the top 25 in the country.

Anyone who enjoys life’s finer things will also appreciate the fleet of vehicles on site from the event’s title sponsor. At the main entrance, experience the full line-up of performance-driven and design-forward vehicles from Genesis, inclusive of the G70, G80, G90. And Genesis is thrilled to showcase the first-ever GV80 SUV. These vehicles will be featured throughout the venue along with high-end exclusive Genesis offerings.

Courtsey Genesis

Bring your clients, family, and golf lovers out for the week or a day; complimentary Genesis shuttles run Wednesday through Sunday during the week of the tournament, from Downtown Santa Monica to The Riviera Country Club. And there are more than enough accommodation options to choose from — premiere shared hospitality clubs are available, including the Backlot on 18 Green and the Bluffs on 14. It features an upscale climate-controlled lounge for all-inclusive dining and entertainment, with access to an alfresco seating deck overlooking the green. And the iconic Riviera clubhouse opens its doors to guests throughout the week with curated cuisine and dynamic experiences for guests of all ages.

Walking the grounds of Riviera, you are almost always in the middle of the action. And a low handicap is not needed to enjoy the experience — numerous entertainment decks are open to all guests, featuring custom cocktails, craft beers, and popular LA eats like Fuku and a variety of food trucks.

Images courtesy of Genesis

The Riviera Country Club makes the perfect backdrop for an envy-inducing Instagram story — you’re going to want to share your experience of all of this luxury on social media. For two select days at The Genesis Invitational this year, Genesis will provide a photo booth on site for your social-sharing pleasure (and your followers’ FOMO). Guests can find the booth at the 14th lounge, along with Genesis’ Putting Experience — perfect for anyone who wants to test out their own golf swing.

Beyond inspiring FOMO amongst friends, social media is also set to be a conduit for good works and philanthropy surrounding the tournament action: A social media challenge connected to the event will support the Genesis Inspiration Foundation, which helps support nonprofit educational programs in the arts. This challenge will likely remind you of viral fundraising challenges of the past, only Genesis’ version will encourage influencers, pro athletes, and fans to try their hands at juggling golf balls to build awareness for the Genesis Inspiration Foundation.

Courtesy Genesis

And no, you definitely don’t have to be good at golf to get on board — part of the charm here is getting to see non-golfers giving it their best go for a good cause. Look for all the action going down around the hashtag #GenesisJuggleChallenge on Instagram.

Fun fact: Woods made his PGA TOUR debut as an amateur in 1992 at Riviera. Tickets for the 2020 tournament are on sale now, beginning at $19.92 in commemoration of its host’s history at the venue. Buy your tickets here and get in on one of the year’s can’t-miss events — not just for golf fans but for luxury lifestyle devotees.